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By Moses Akaigwe
The desire to provide in the market top quality vehicles with Japanese and Chinese DNA at very competitive prices inspired the decision by Cedric Automobile Assembly Company to start the assembly of JIM-ISUZU pick-up and bus models in Nigeria.
The management of Cedric Autos was also motivated to embark on the assembly of JIM-ISUZU by a patriotic zeal to contribute to the growth and development of Nigeria’s automotive industry.
This was disclosed by the Chief Executive Office of Cedric Masters Group, Chief Anselm Ilekuba, who also stated that the JIM-ISUZU pick-up assembled at Cedric Autos plant in Lekki, Lagos, has within a short time impressed many users in both government circles and the private sector.
JIM-ISUZU – formally Jiangxi Isuzu Motors – is a joint venture between the Chinese and Japanese governments with a range of mainly commercial vehicles, including the popular pick-up and a 15-seater Roar bus.
“The JIM-ISUZU brand is built on a hybrid of Japanese and Chinese technology. We have introduced this combination to Nigeria to deliver superior value to consumers,” Ilekuba said in an interview, revealing that hundreds of the 2.4-litre light trucks sold within the first few months of roll-out are excelling in parts of the country.
He stated that as the authorised JIM-ISUZU assembler in Nigeria, Cedric Autos, a subsidiary of Cedric Masters Group, is encouraged by the patronage so far, and would in due course widen the range of the brand’s vehicles available in the local market.,
“Our vehicles are widely adopted by regulatory and government institutions in Nigeria. Notably, the Director-General of the National Automotive Design and Development Council (NADDC) uses our vehicle; and the Minister of State for Industry, Trade and Investment are both users of our vehicles. The Nigeria Customs Service is our largest institutional client, having awarded us 80 percent of their pickup vehicle requirements after rigorous evaluation.
“Our vehicles are also in use at the Ministry of Finance, Department of State Services (DSS), and several state governments, including Anambra State.”
The serial entrepreneur highlighted some factors that have blended to endear the JIM-ISUZU pick-up to the Nigerian market despite strong competition from bigger brands, including the hereditary ruggedness and reliability derived from the technological marriage between the Chinese and Japanese partners
He spoke more on qualities driving the brand and its pick-up, saying “Our vehicles feature rugged suspension systems – drawing from the legacy of the legendary Isuzu Tiger –:combined with modern interiors, improved infotainment systems, and enhanced comfort.
“Japanese engineering ensures durability and powertrain strength, while Chinese advancements contribute aesthetics and media technology. Global brands maintain uniform quality standards regardless of assembly location.”
Chief Ilekuba confirmed that a major factor in JIM-ISUZU’s sure-footed penetration of the Nigerian market is the after-sales back-up being provided by Cedric Automobile.
“After-sales service is our core strength. Our partnership with a global brand ensures that any technician familiar with Japanese vehicles can service our products. Spare parts – both OEM (original equipment manufacturer) and aftermarket – are readily available nationwide.
“We maintain offices in Lagos, Abuja, and Port Harcourt, supported by a nationwide service network through our Tyre Masters centres, as well as licensed dealers in Nigeria and Cameroon.”
JIM-ISUZU pick-up Roar bus are powered by a 2.4-litre turbocharged engine, designed in line with global emissions standards, explaining that the smaller turbocharged engine delivers higher performance, lower emissions, and improved fuel efficiency.
“The market response to this technology has been overwhelmingly positive,” I lekuba told The Sun team.
Though the Lekki plant has an installed capacity of approximately 2,000 vehicles annually with room for expansion, Cedric Autos intentionally avoided over-scaling production in the early stages to prevent excessive borrowing and high operating costs.
However, the auto company said it is fully prepared to scale production as market demand increases.
“The Jim Isuzu pickup is our flagship product. We deliberately focus on a limited product range, prioritising excellence over overextension.
“Our vehicles are engineered specifically for Nigerian terrain and operational realities, offering a credible, Made-in-Nigeria alternative to imported models such as the Hilux.”
The Cedric Group Chief Executive gave hint of what is likely to come from the company, stating, “fWe are finalising technology transfer agreements with Original Equipment Manufacturers (OEMs) to expand our product portfolio in line with our development roadmap.”
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The Cedric Masters Group which first became popular as a leading tyre marketer (Cedric Masters Ltd) with branches in many parts of Nigeria and Cameroon, has other subsidiaries.
“Under our auto dealership arm, Cedric Motors, we operate conventional dealerships for leading automotive brands. We import and sell brand new vehicles, provide robust after-sales services, and stock spare parts.
“However, the flagship of our automotive operations is Cedric Automobile Assembly Company, which represents our long-term commitment to Nigeria’s industrial development.”
